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Health Club Management

Health Club Management

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Health Club Management

Health Club Management

News

Big brands must embrace social purpose to thrive in H&F sector: report

A new report from Oxygen Consulting has said that the physical activity sector must “unleash” its social purpose to thrive among the wave of private and budget gyms.

The report – a collaboration between Matrix, The Gym Group and ukactive – said that health and fitness clubs must take cues from social purpose-led brands such as Innocent, TOMS and Apple to successfully thrive in the future.

The Fitness Sector Social Good Report details the critical impact of social responsibility on the growth, value and impact of the private gym sector over the next 15 years, against a backdrop of local authority-run leisure facilities and the rise of low cost gyms.

In the report’s foreword, ukactive CEO David Stalker, lamented the perception that big brand gyms care more about the 'bottom line' than in establishing a meaningful connection with the customer, highlighting also that it is the responsibility of the organisations within the sector to tackle that thinking.

One such scheme demonstrating social purpose is Gymtopia, which was launched in August to bring together insight, inspiration and stories from the health and fitness industry.

The report also attributes the possible reason for the gradual decline in public perception of nationwide gyms to the takeover of these chains by bigger businesses and venture capital funds, which then led to a more ruthless focus on the 'bottom line' mentality for those aiming to capitalise on the sector during the 80s and 90s.

The key points advised in the 120-page report to help these gyms within their growth strategies and to change the public perception by conveying a social purpose, includes pursuing authentic and sustainable social values by remaining relevant to stakeholders; promoting goodwill to inspire both staff and customers and building a reputation that extends beyond the brand’s geographic marketplace. They should also focus on being generous to customers through good times and bad, as well as creating an organisation that understands its audience and is driven to improve the health of the nation.

“This report is the impetus the sector needs to think beyond the size of a membership direct debit run. Securing the future growth of our sector is as much about benefiting the health and wellbeing of our customers, as it is about valuing the long term business advantages of being socially responsible,” said Stalker. “We’re committed to helping our members.

A feature on the Fitness Sector Social Good Report will be available in the May issue of Health Club Management magazine, p46. For a look at the most recent in the Gymtopia series, click here.

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A new report from Oxygen Consulting has said that the physical activity sector must “unleash” its social purpose potential to thrive among the wave of private and budget gyms.
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Features
Trends
Cryotherapy has been used in clinics as a method of treating pain. Now we’re seeing it move into the worlds of health clubs and spa, where it’s used for preventative health and to optimise recovery
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Flooring
The feel of a certain surface under a member’s feet can unconsciously put them in the right headspace to workout. We take a look at the latest flooring projects inspiring members to move...
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Wellness
Our industry needs to get older people significantly more active if the UK is to avoid a major crisis in social care, says a new report. Abi Harris explains what the key findings mean for you
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Calisthenics: is it just for hardmen, or is it an alternative activity that could appeal to your crossfitters or those in your free weights area? Kath Hudson reports
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The IHRSA European Congress, which takes place next month in Lisbon, Portugal, is a must-attend, must-experience event for industry leaders doing business in Europe says IHRSA’s Kristen Walsh
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How far is the health club industry from completing its evolution from a niche sector to a mass mainstream movement?
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Supplier showcase
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Features
People
People profile
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People
People profile
I think we’ll start to see more pay-as-you-go concepts, as they offer better value for money and flexibility. HIIT will stay popular and we will see more use of data in workouts to engage people
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Interview
Every Blaze participant wears their own Myzone heart rate belt, which monitors their pulse and shows work rate in easy to understand colour zones
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I don’t think the American boutiques will come to London. I don’t think the way they do things translates and their model isn’t quite right for London either. I think it’s best we leave them to it, and hopefully they’ll leave us to it as well
People
People profile
As long as people do the 30-minute circuit, twice a week, they are guaranteed results, and that’s a simple message to get across
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Profile
We’re focusing on a clustering strategy to ensure our members have got the choice and convenience of having a club near to home and also one which is near to where they work
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Bear Grylls and Chris St George both served in the British Army. Their experience, combined with a results-driven offering, will engage people in exercise - Dave Stalker
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We've incorporated mental health and wellbeing into the whole Mindset experience
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We don’t sell the transformational dream: our core message to people is the importance of creating a new lifestyle and being fit for life
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Promotional Feature
Promotional feature
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Directory
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International SPA Association - iSPA: Trade associations
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Craftsman Quality Lockers Ltd: Lockers/interior design
Direct debit solutions
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Member access schemes
Move GB: Member access schemes
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Hydrotherapy / spa fragrances
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Spa software
SpaBooker: Spa software
Locking solutions
Ojmar: Locking solutions
Catalogue Gallery
Click on a catalogue to view it online
Featured suppliers
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Featured supplier: FitQuest announces new global distributors
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Company profiles
Company profile: Crown Sports Lockers
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Company profiles
Company profile: Active IQ
Active IQ is the UK’s leading awarding organisation for the active leisure sector. The range ...
Property & Tenders
White Rocks, Hastings
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Property & Tenders
Diary dates
22-24 Jan 2019
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-29 Jan 2019
Radisson Blu Hotel, London Stansted, Stansted, United Kingdom
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